MKX5371 - Business to business marketing

Leader(s): Dr Samir Gupta

Offered

Caulfield Second semester 2009 (On-campus split block of classes)

Synopsis

This unit is designed for students operating in a business-to-business (as opposed to a business-to-consumer) marketing environment. The various approaches the business-to-business marketing are reviewed, including the business-to-business marketing mix, operating in networks, the use of relationships, managing multiple channels, and segmentation of business-to business customers. The focus of the course is on developing strategies for business-to-business markets. The unit features both lectures, and tutorials, where students are encouraged to examine the practical application of business-to-business marketing principles.

Objectives

The learning goals associated with this unit are to:

• apply the concepts and theories of business-to-business marketing from a manager's perspective
• explain the knowledge of the evolution of business-to-business marketing thought
• analyse the basic techniques and tools of business-to-business marketing as applied to the current and likely future Australian and international business environment
• formulate, implement and present business-to-business marketing strategies.

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKX9160 or students enrolled in course 3802 have no prerequisites.